Weathering A Bad Economy
Sisters Jennifer and Nicole Disotell are, respectively, the CEO and Managing Partner of Public Persona Inc., a full-service branding firm that caters to clients in the fashion, beauty and lifestyle industries. Founded in 2007, Public Persona has three full-time employees and a handful of interns. Their clients are small and medium-sized companies that, because of tight budgets, require a high level of creativity to service.
2008 Highlights
The past year was a time of tremendous expansion. They:
* Doubled revenues
* Added a PR department
* Branched out beyond just retail clients
* Hired three people 
* Fired three people 
Focus in 2009
Stability is a priority in the new year. They are focused on:
- Keeping current clients happy by creating greater “bang for their buck”
- Finding opportunities in the current down economy
2009 Business Goals
* Add four new PR retainer clients–two at $2,500+, two at $5,000+
* Procure one website design project per quarter
* Increase our brand awareness within the fashion industry
First Quarter Goals
* Retain one $5,000+ budget PR retainer client
* Launch a concerted marketing effort
In 2 years, Jennifer and Nicole have managed to create a viable enterprise and significantly expand both its offerings and its earnings. As they enter the new year, it appears that their biggest obstacle will be one over which they have no control–the economy. As businesses in their industry go under every day, they are wise to pay special attention to keeping their current clients–who will all be experiencing the same downturn–happy.
How do you expect the economy to affect your small business? Have you re-thought your plan to avoid the bumps and capitalize on the opportunities? Do you have any questions or advice to offer Jennifer and Nicole?
Tags: bad economy, business, businesswomen, keep business going, run a business, small business, women
